Competitive Strategy

Catalog description

This course focuses on how companies use strategic analysis and planning to achieve organizational success. Marketers must understand the role of marketing within an organization’s business strategy, and how an organization’s business strategy influences marketing strategy. Students will learn how to plan, develop, and implement business strategies and the framework in which marketing supports the achievement of business goals. Classic and contemporary methodologies for identifying and assessing growth options will be explored. Through analysis of global competition, innovation, and potential competitive disruptors students will gain an understanding of the issues organizations face to grow in their respective markets and identify mitigation strategies and methodologies to advance growth.